Douyin's life service organizational structure undergoes major adjustments, making small and medium-sized businesses more important

36Kr has exclusively learned that Douyin Life Services recently completed its second major organizational restructuring since Pu Yanzi took over. This adjustment has re-divided the organization into online and offline departments based on merchant scale. Clients with a monthly GMV of over 50,000 are placed in the online department, which is further divided into three segments: KA (monthly GMV over 100,000), self-service (monthly GMV between 50,000 and 100,000), and hotel and travel. The first two segments are further categorized by industry into dining and comprehensive in-store services. Clients with a monthly GMV of under 50,000 are placed in the offline department, which is divided into northern, southern, and eastern regions. Compared to the previous regional division, the Shanghai and central regions have been eliminated, and the eastern region has been added, with relevant merchants from the central region being redirected to the northern and eastern regions. The core logic of this adjustment is to stratify based on merchant size and to delineate responsibilities according to business scenarios, moving away from the previous "full regionalization" coarse management model to form a camp of "online brand cultivation and offline ground penetration." Capturing small and medium-sized merchants will be the key focus for Douyin Life Services moving forward